About

Günter is an insight-filled brand strategist with significant experience in working with big brands, complex stakeholder organizations, and places. Holding a B.Sc. in Psychology, his thinking about destinations is heavily influenced by the unconscious mind. As a self-proclaimed Organizational Troubadour, Günter treats places as stories. Consequently, he developed a unique, narrative-based brand strategy approach, which … Continue reading About

Place Branding

Do you need to differentiate your city or country? Does your city want to retain its people and business? Do you want to attract more and better-quality visitors? Then, your city or country could greatly benefit from the place branding process. What it is Place Branding is much more than a catchy logo. It is about … Continue reading Place Branding

3 Questions 3 Answers about Place Branding

I was interviewed by Samantha J. Manniex, a passionate blogger and a place branding practitioner from the UK. It was a fun and insightful conversation. I am posting three questions and answers about my methodology. If you want to read the full interview, please click here. When you work on a branding campaign, especially destination branding, what are … Continue reading 3 Questions 3 Answers about Place Branding

Are you asking the right questions?

Have you ever left a meeting questioning why you were even summoned in the first place? What was the objective of the session – if it had any? What was the convener trying to achieve? I don’t know about you, but I have been to too many such meetings, in which we, collectively,  wasted valuable time … Continue reading Are you asking the right questions?

How to Create a Brand Architecture for Private Label Products

Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much (!) as the profit they make from other brands. Consequently, so far PL has been treated as a “cash cow.” Money was invested in PL the product, not PL … Continue reading How to Create a Brand Architecture for Private Label Products

Branding Czech Republic Part 1

I have always thought that the most difficult branding projects are the place branding ones. As such, I have written quite a bit about the unique challenges of these beasts. The reality is, unfortunately, most of them are destined to fail and this is proven by hard data. Months ago, Czech Republic revealed its new … Continue reading Branding Czech Republic Part 1

Place branding failures caused by consultants

NEWS FLASH: Around the world, the place branding failure rate is 86%! Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that data source, they have found that only 14% of place brands continue a year from launch, meaning the rate of place branding failures … Continue reading Place branding failures caused by consultants

Appreciative inquiry and brand building

Rebranding a firm is a tall order for you are dealing with people. Real human beings… And you are trying to change the way they behave. People would resist change for many reasons. Yet, your job is to convince them to embrace the change. At the start of every project, long before you begin to talk … Continue reading Appreciative inquiry and brand building